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Disney Music Group Skill Launch: December 2018 Case Study: April 2020 Disney Music Group Disney Hits Challenge Powered by Creativity, Inc Case Study – Disney Music Group Problem As music listening habits evolve, revenues have moved away from physical album sales to paid downloads and streaming music services. In the face of digital disruption from these new monetization patterns, record labels must find alternative ways to build and engage audiences, stay relevant, and drive sales Opportunity With the growing presence of smart-speakers in US households, voice experiences have contributed to more audio consumption in the home, presenting an opportunity to build audiences and drive engagement for brands. Disney Music Group was encouraged to test how Amazon Alexa can increase usage for their curated playlists like Disney Hits on music streaming services Case Study – Disney Music Group Solution The Disney Hits Challenge skill offers a new way for families to engage with Disney’s music library and discover the Disney Hits playlist on streaming music platforms. Players hear song clips from Disney’s classic library and the latest theatrical releases then answer trivia questions that test their knowledge of the titles, characters, and lyrics from Disney’s Image most popular songs. The game is played over four rounds, with each successful FPO round earning you a star point and a fun fact about the world of Disney to deepen engagement with its characters, movies, parks, and Walt Disney himself. Leaderboards encourage repeat engagement with friends and family as you determine who is the biggest Disney fan of all. At the conclusion of the four rounds of gameplay, players hear their score and then receive the option to either open the Disney Hits Playlist on their music streaming service of choice or to play another game Go-To-Market Go-To-Market Approach The Disney Hits Challenge was supported by a digital campaign across Disney’s owned channels, including DTC emails, social media, and live event activations. A trailer explaining the gameplay went live on YouTube and Article 1 across socials. After noting the skill’s great engagement, Amazon featured it in their weekly What’s New With Alexa emails and on the Alexa Skill store. The skill also featured limited-time Ad 1 celebrity host takeovers during the theatrical windows for Disney’s Aladdin and The Lion King, during which unique influencer campaigns were activated, including a red carpet trivia game on the movie premiere night of Disney’s Aladdin. Case Study Video Trouble viewing the video? Paste this link into your browser. https://youtu.be/DflGKkEKT28 Results +500K 15% 4.3★ +20K Unique Plays Users Ask to hear the Rating after 1,350+ Power Users with Disney Hits Playlist reviews on the more than 10+ Stars Amazon Alexa Store collected in-game since launch Source: Disney Music Group Source: Disney Music Group Source: Disney Music Group Source: Disney Music Group Disney’s Learnings Games that bring the Rich audio content Updating in-game family together are fun creates surprise and content, such as celebrity for everyone! Users love delight, from song clips host takeovers and that the trivia is based on to hearing kudos from adding new questions or a mix of classic favorites your favorite characters features, drives repeat and today’s hits so like Mickey Mouse and engagement and creates people of all ages can Goofy new marketing moments play together.
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